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Unformatted text preview: ging facilities and infrastructure are more universally accepted by
having proof-of-concept in hand in leading-edge nations. “No one ever catches the back of the wave and reaches the shore.
You’ve got to start paddling before the wave comes in. And waves are
aggregations of lots of small winds. Small winds, you can’t watch, but
the waves you can predict…. Being ahead of the curve always leads
you to capture more profits.”
CEO, Better Place MIT SLOAN MANAGEMENT REVIEW 03_BOSS_Case Studies_24-28.indd 24
03_BOSS_Case Studies_24-28.indd 24 24 9/9/09 7:09:51 AM
9/9/09 7:09:51 AM NIKE:
From Labor-Practice Compliance to Design Offensive
Backstory: Stung by a campaign against its labor practices in the 1990s, Nike embarked on a long process
ultimately to reinvent its operations and meet broad sustainability metrics by 2020.
Challenges: Can you move beyond “compliance” and capitalize on sustainability by integrating it into the
fabric of a company—from design and manufacturing to the supply chain?
Key moves: Nike began taking a deep look at its operations in the early 1990s, after it faced a ﬁrestorm of
criticism over labor pr...
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